Posted by Richard Cook ● 24-Oct-2017 09:00:00

How can B2B brands build trust?

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Research by the Economist Group, in association with Flagship Consulting, discovered that more than nine in ten marketers still include sales messages in their content.

It further says that these sales-led marketing strategies mean too many B2B brands are missing the mark on how to execute content marketing effectively and build brand trust...

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McKinsey flagged up the importance of B2B brands delivering information as a ‘product’ rather than a sales pitch, several years ago. After six years of studies it concluded the customer journey has radically changed.  

Enriching the customer’s decision making journey

No longer is it a straightforward linear process rather a prospect now engages much more with content, peers and social to inform their decision making. As such the emphasis is now on enriching the customer’s decision journey with valuable content from the moment they first interact with the brand.

When we start working with a B2B tech brand one of the first things we do is to interrogate the evidence bank to see what content the brand has that makes it stand out and that support its claims.  This can be content such as:

  • Client case studies, testimonials and videos
  • Supporting content such as e-books, white papers and press coverage
  • Product information and details about pricing
  • Data that arises from product use
  • Product support content such as tutorials and support forums
  • SLAs and accreditations

Building trust

This range of content is often sitting on a website. But unfortunately it can be largely obscured as online ads directing visitors to sites are often viewed as another piece of online clutter.

PR fused with inbound marketing addresses this. It plays a powerful role in garnering attention by:

  • Ensuring content is in the right channels and at the right time, reaching the right people
  • Enhancing the credibility of content by leveraging relevant material for press pitches and media outreach
  • Repurposing existing content as inbound content such as infographics, blog posts and e-books

This approach cuts through the white noise of competition, gives potential customers the information they need, when they need it and in the channels they use. All of which engenders trust.

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